When we migrate to a new country, and our children are born into the culture of that new land, we all change and evolve. Parents and children undergo some sort of transformation, perhaps at different levels depending on our age and experience of the homeland. Asians who come to Australia, like Europeans who come to live in Australia, change and become a new breed of Asian Australians.
What are some of the signs? In many instances Chinese, Korean and Japanese people may find themselves slowing down a tad after some time living in Australia. Australia is a big country with a relatively small population and things are not quite so frenetic here, in comparison; even in the big cities like Sydney and Melbourne. People here have more personal space and governments are less invasive of their citizen’s privacy. Communication here is more laconic and less exact in its terminology. “She’ll be right” and “no worries” are still very Australian sayings; and can mean a variety of things depending on the nuance and situation.
Marketing Asian Culture to Asian Australians
So, what about marketing Asian culture to Asian Australians? Are Asian Australians different to other Asians? A lot of Asian culture is founded on strict respect for family elders, ancestors and institutions; and many migrants maintain that strict regime within their homes. However, Australians are traditionally larrikins who poke fun at their political leaders and lack overt signs of respect for their family elders; does this rub off on some Asian Australians? Eventually, I think so, but it takes some time in most cases and it may be generations before they are as lax as many Australians are in these matters. ACM Group are one group exploring the shifts in Asian Australian identity. ACM Group on Facebook is a good example of this, as is ACM Group on Twitter. I think it results in a more questioning and less accepting individual, especially in regard to authority figures.
This can translate in marketing terms into more media savvy and cynical consumers; who are less likely to jump on the fashionable band wagons. Brands may suffer as fewer Asian Australians buy into the spin surrounding elite consumer brands like Louis Vuitton, Gucci and Prada. The whole purchase who you want to be thing may fade somewhat and Asian Australians may wish to emphasize their individuality more. The West has been obsessed with individuality for decades, and the East has traditionally been more compliant in terms of belonging to a community based identity, whether family or race. The melding of these attributes within Asian Australians may see new forms of identity emerging.